Toys and Games in the United Arab Emirates

Toys and games growth follows logical pattern

Toys and games performed in a very logical way in 2017. Traditional toys and games faced challenges as the economy remained uncertain.

Technology drives demand

It is clear that technology drives demand within the toys and games market. Besides the construction category, categories within traditional toys and games that are related somehow to technology were the only ones to record significant growth in 2017.

A shake-up at the top for players

As a result of the market situation and demand for traditional toys and games vs video games, in 2017 leading video games player Sony Corp stole first place from Mattel Inc that finished the year moving down the ladder to second place. This was to be expected, since demand for products in both categories changed drastically.

Non-grocery specialists leads distribution, followed by hypermarkets

For traditional toys and games in the United Arab Emirates, major store-based distribution channels were traditional toys and games stores under non-grocery specialists, while for video games, they were electronics and appliance specialist retailers, hypermarkets and internet retailing. Hypermarkets is an extremely popular channel for toys and games as these outlets offer a large assortment of products all under one roof and often at heavily discounted prices.

Toys and games is set to get back on track in future

As the population of the United Arab Emirates continues to increase due to the influx of expatriates into the country, demand for toys and games is expected to stabilise and get back on track once again. This will also be supported by the economy stabilising due to the EXPO 2020.

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